The demand for probiotics and prebiotics is anticipated to grow significantly in the upcoming years, driven by their well-known benefits in alleviating digestive problems, enhancing the immune system, and supporting the maintenance of a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is expected to reach $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely due to extensive marketing campaigns from brands like Danone’s Activia and other yogurt producers. While yogurt remains the dominant player in the probiotics market, there is a rising trend for other products containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that several other foods are being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming increasingly aware of the growing interest in probiotics as an ingredient. These microorganisms are now being incorporated into a variety of everyday food and beverage items, such as butter substitutes, granola, cold brew coffee, and even pressed water. For instance, Kellogg has expanded its Special K brand, traditionally associated with weight loss, by introducing Special K Nourish, which includes probiotics. Other companies, such as PepsiCo, have entered the probiotics market through mergers and acquisitions, as seen with their purchase of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and drinks compared to Generation X and baby boomers. A 2017 National Consumer Survey revealed that around 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers often prefer specific probiotic strains found in yogurts like Stonyfield’s YoBaby due to research indicating their positive effects on immunity and gut health.
However, consumer confusion persists regarding probiotics, stemming from the challenge of identifying which foods contain them and what benefits they provide. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels, or may have them in varying concentrations, as noted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained that “the disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves arises because the names of organisms on consumer products are often not actual organism names, but rather terms that companies believe will sell better. It’s very difficult to know exactly what you are getting.”
To alleviate consumer confusion regarding which products contain probiotics and their respective amounts, manufacturers should consider providing clearer labeling and accessible educational materials outlining the health benefits. While making health claims on food and beverage labels can be risky, it is crucial for companies to remain compliant with regulatory standards. Additionally, incorporating high quality calcium citrate into these products could further enhance their appeal and health benefits, providing consumers with even more reasons to choose probiotic-rich options. Ultimately, clear communication and education about probiotics, including details about high quality calcium citrate, can help consumers make informed choices and maximize their health benefits.